LOCAL TOURISM DEVELOPMENT STRATEGIES: USE OF HOTEL AND RESTAURANT POTENTIAL TO ATTRACT TOURISTS

Introduction. The relevance of the study lies in the growing need for the regions of Ukraine to optimize and innovatively develop their tourist and hospitality services in order to attract domestic and international tourists. In the conditions of globalization and increased competition between tourist destinations, the importance of creating effective, innovative and sustainable development strategies becomes critical for the economic growth of regions, raising the standard of living of local communities and preserving cultural and natural heritage. Purpose. Analysis and development of effective strategies for using the hotel and restaurant segment to increase the tourist attractiveness of local regions of Ukraine. Materials and methods. The method of analytical study was applied to analyze the current state and dynamics of the development of the tourism industry at the local level, through the study of scientific literature, statistical data, official information and other scientific sources. The use of SWOT analysis made it possible to determine the key success factors of the tourism sector and to develop strategic directions for their optimization and reduction of potential threats. The method of systematic analysis was used to identify the main factors that influence the choice of a tourist destination and to evaluate the effectiveness of existing marketing strategies. Results. It was established that the integration of hotel and restaurant services with the cultural, historical and natural resources of the region contributes to the creation of a comprehensive tourist offer that meets the needs of modern travelers. As a result of the SWOT analysis, it was found that the strengths of the regions, such as unique natural landscapes, rich cultural heritage and hospitality of the population, can be effectively used through the development of the hotel and restaurant business. The study also pointed to the importance of creating innovative and differentiated products in the hotel and restaurant business, which may include ecotourism services, themed hotels, culinary workshops on local cuisine, and others. These initiatives allow not only to increase the level of satisfaction of tourists, but also to contribute to the preservation and popularization of the local cultural and natural heritage. Discussion. Further research can determine the role of cultural identity and heritage in the formation of unique tourism products, which can provide an additional competitive advantage for the hotel and restaurant business. This includes exploring the potential of local cultural festivals, folk crafts and gastronomy. It is possible to investigate the effectiveness of different strategies and communication channels, especially in the context of digitalization and the use of social media, to promote the tourism potential of regions. In particular, it is important to study how interactive and innovative marketing approaches can increase the attractiveness of hotel and restaurant services.